» Cover Story

JOHNNY SZYMANSKI

Mells, Hong Kong, Melbourne, Frome

Sitting on the high side of Palmer Street, elevated above the cobbles, is a shop that, like the very best newcomers to Frome, feels like it has always been there. Johnny Szymanski is a small yet perfectly formed menswear shop, exclusively selling clothes and accessories designed by Johnny.

His career has not been a linear journey, but one of varied routes, all of which have culminated in where he is today.

“My career path has not been conventional by any stretch of the imagination and I have worked in several different industries and parts of the world. I was a PR executive in London after university and I also did a stint in Hong Kong, helping to set up the regional office of the agency. I’ve also worked in the equine world, specifically polo. Training horses, grooming and playing the game as well as being a jackaroo (cowboy) in the off season. This was over on the North Island of New Zealand and also in the Hunter Valley in country New South Wales in Australia. This was a fantastic life spent outside and was something I utterly loved.”

Johnny went on to study Design and Fashion Business in Melbourne at the Whitehouse Institute of Design and RMIT University. “I built a great foundation of knowledge, and then added to that with practical experience and also a lot of self education. You never stop learning, and there will always be people who can teach you something that can improve the way you do things.”

Johnny’s approach to design means that he is free from the constraints and demands of fickle, fast fashions. “I don’t design to follow trends, I design to a certain inspiration. It could be a concept, a theme or even a vintage fashion piece. We need to move away from the fast fashion model and towards something more sustainable. I want people to be wearing the clothes 5-10 years after they bought it, so quality is vital to the brand.

“I’ve always like creating things, but it’s the reaction of people wearing my stuff that drives me. When I see people wearing it or carrying it the buzz is huge. Having someone decide to spend their hard earned money on my clothing is a big privilege and one I don’t take for granted.”

To complement his personal brand of slow fashion, Johnny has ensured that all his products are British made. One reason for this is convenience, he says; being able to visit the manufacturers in person rather than working remotely means time saved. “But also, by using British factories I’m supporting the UK economy, which is vital. British-made garments are also renowned for quality, and that’s so important, especially to overseas customers.”

In August 2020, in the midst of the global pandemic, Johnny took the bold decision to open his own shop on Palmer Street. “It was a very risky move but then all the best moves are. And I didn’t know it was the right time, it was just what I needed to do at that point in

“More shops, not just in the UK, and growing the design studio as well. I also want to move into other areas like women’s wear, kids, homewares etc.”

my career.” But what made him choose Frome? “Well, Frome is really the perfect place to start a business like mine. A town that is independent business-focussed, has a high tourist and foot traffic count and is open to new concepts and ideas. Because of this the response has been amazing. Local people and those visiting have really embraced the brand, and I’ve now got an amazing collective of loyal, supportive customers who love the product and keep coming back. I’m now at that point where people come in because they’ve been told about the shop by someone else, and they wanted to see it or they were bought something as a gift and wanted more. It’s very special when that happens, word of mouth recommendations mean a lot.”

Prior to opening the shop, Johnny was living with his parents and job hunting for a design role in London. “I was always going to do my own label but the original plan was to keep it online only. But the best laid plans and all that…… the opportunity to take the space on Palmer Street came up and it just seemed like something I should do.”

Johnny grew up in Mells, and went to school in Frome, so opening his shop has been somewhat of a homecoming. And in a town famous for its independent retail, what was it like for Johnny to return and become part of that community? “It’s a very special thing, to be honest. It’s a very supportive community that is all focussed on the same objective. What I love most about it is the friendships I’ve gained. I use other local businesses where and whenever I can (The brilliant Frome photographer Tom Hull took the photos for this spread and the model is Callum, also waiter extraordinaire at 8 Stony Street!) and many of these business owners have become friends.”

Though very settled in Frome, Johnny isn’t sitting still. He has big plans for the Johnny Szymanski brand. “More shops, not just in the UK, and growing the design studio as well. I also want to move into other areas like women’s wear, kids, homewares etc. It’s just a case of growing at a sustainable pace, but always moving forward.”

www.johnnyszymanski.com @johnny_szymanski 6 Palmer Street